Abstract
The objectives of this research are to investigate (1) if a later entrant can reduce an order ofentry advantage by positioning itself as a low price brand (2) if an order of entry advantageexists within this positioning. The impact of low price brands on the order of entry advantagehas been modelled over three categories of Over the Counter medicines. The results indicatethat a low price brand reduces, but does not eliminate, the market share penalty for being alater entrant. In addition, an order of entry advantage is found to exist amongst the low pricesegment of brands. The implications are that whilst a later entrant should anticipate lower shares than earlier entrants, a low price positioning with complementary marketing strategiescan help overcome this disadvantage.
Original language | English |
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Title of host publication | Sustainable management and marketing |
Editors | Dewi Tojib |
Place of Publication | Australia |
Publisher | ANZMAC |
Pages | 1-8 |
Number of pages | 8 |
ISBN (Electronic) | 1863081607 |
Publication status | Published - 2009 |
Event | Australian and New Zealand Marketing Academy Conference - Monash University, Melbourne, Australia Duration: 30 Nov 2009 → 02 Dec 2009 |
Conference
Conference | Australian and New Zealand Marketing Academy Conference |
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Country/Territory | Australia |
City | Melbourne |
Period | 30/11/09 → 02/12/09 |